Samsung Ads’ best-in-class strategy to drive awareness & purchase consideration with CTV
Kohler’s ‘Bold Look’ campaign has delivered more than 15 million impressions to known Kohler website visitors on Samsung TV Plus
Whilst economic uncertainty has caused disruption for the global ad industry this year, India is embracing its status as a test bed for innovation. The country’s total advertising expenditure is forecast to hit ₹1,46,450 crore in 2023 - representing 15% growth compared to last year.
It’s not all plain sailing, however. This is the year of accountability. Efficiency is the buzzword on everyone’s lips - which means making every rupee needs to work harder than ever before. This was the challenge Kohler India faced when it aimed to improve its cut-through with audiences interested in bathroom renovations and improvements. .
The retailer’s rich history spans more than 150 years. But the brand recognised that it needed to fine-tune how it leveraged first-party data in order to retarget high-value audiences that had previously visited its website. What’s more, it needed a strategy built on a cost-efficient framework.
Samsung Ads’ brief was to drive awareness amongst high net-worth individuals’ (HNI) households - featuring both Smart TVs and high income earners - and increase purchase consideration.
The devil’s in the data
Kohler launched its ‘Bold Look’ campaign to highlight its commitment to creativity and impact. The retailer identified that showcasing this message alongside its products on the biggest screen in the house could be the key to unlocking engagement amongst previous visitors.
Given the growth in Connected TV (CTV) in India, Samsung Ads proposed a media first that could be the catalyst to amplifying campaign frequency amongst known users. Its demand-side platform (DSP) pixel would retarget Kohler’s website visitors with high-impact video creatives across Samsung TV Plus - Samsung’s free ad-supported streaming TV (FAST) service.
Parveen Gupta, Director of Marketing, Kohler Kitchen & Bath said “Our aim was to capture the attention of users who had already shown interest in our products. Leveraging our first-party data, we were able to amplify the frequency of our campaign and showcase our messaging on the biggest screen in the house.”
This strategy enabled Kohler to take advantage of Samsung TV Plus’ brand-safe, high-impact environment. And although this was a first-of-its-kind partnership, it wasn’t one based on a hunch.
Samsung Ads enlisted the help of Kantar - the global data, insights, and consulting company - to conduct a brand lift study to understand if CTV could drive results across key brand metrics such as:
- Purchase intent
- Brand favorability
- Message association
- Aided ad awareness
The benchmark for video completion rate (VCR) in the ‘home improvement’ category that Kohler competes in sits around 85%. Samsung Ads’ campaign was set a target of delivering approximately one million impressions. Beyond standard metrics, Kohler also wanted to ascertain if its high-value audience could deliver brand uplift scores exceeding both the category’s global benchmarks and regional market norms.
The proof’s in the pudding
Kohler’s ‘Bold Look’ campaign has delivered more than 15 million impressions to known Kohler website visitors on Samsung TV Plus . The brand lift study proved that high-value audiences drove a significant increase (approximately 95%) above global ‘home improvement’ category norms. It ranked excellent for aided awareness and online ad awareness, with standout results being the 10% uplift for message association and 12% uplift for brand favourability.
